8 Comments:

Mack:Wow. Great post. That amount of media money should could fund a lot of viral video production!!

I think part of the magic of this is the medium.

I've seen a Dove commercial like this a couple of times on TV, but it's much more effective up close (18" from the screen) than across the room on the TV. I just don't pay enough attention to the TV screen.

"Another piece of math that would be harder to gauge is all the WOM, not sure how to calculate the "value" of impressions but Dove's brand power has certainly skyrocketed."

Another way to look at it is that since Dove's traffic effectively tripled the gain from the SB spot, and since Dove paid roughly $3.75 million for their SB spot, that means that one video being uploaded to YouTube has garnered Dove a traffic spike that would have cost them over $10 million.

What a great point of view. It should make people who support artificial images of sex-obsessed fashion models ashamed. Like those jerks who make the Axe and Lynx ads. You know the ones where sexy women become the love slaves of Axe men. Dove's "Self Esteem Fund" ought to go after them.

There's just one problem: The same company, Unilever, makes both campaigns. That’s right, the people behind these Dove ads are actually promoting the same exploitive images of women they are criticizing. Does this make you feel manipulated? It should.

It’s nice to see positive imagery in advertising, but it’s a lot nicer when it’s authentic, not just a cynical corporate trick to sell soap.